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Forever Young Facewash: Digital Strategy

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A Beauty major already present in the market decided to revamp its digital presence.
Shack presented the Digital Strategy to connect and engage with their Targeted Audience after doing an ethnographic analysis of the same.

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Forever Young Facewash: Digital Strategy

  1. 1. Forever Young’S FACEWASH<br />SOCIAL MEDIA APPROACH – 2011<br />
  2. 2. Index<br />Brand Overview<br />Status Check<br />Target Group Analysis<br />Social Media Objectives<br />Strategy <br />Content Plan<br />Reporting<br />
  3. 3. Brand Overview<br />1. Product:<br /> Face Wash<br />2. Pricing: <br /> Rs 40-50 <br />3. Features: <br /> 5 Products, 5 Functions<br />For Oily skin<br />Acne related problems<br />Daily Face Wash<br />Lightening Facial Foam<br />Intense Moisture Cleaning Foam<br />
  4. 4. Status Check<br />Website:<br />Information on Products<br />No consumer engagement<br />No Query section<br />
  5. 5. Status Check<br />1.No. of fans: 3,26,418<br />2.No. of Posts per day: 3 <br />3.Users query: No response.<br />4.Content: Similar as that of competitions’ platform, conversations around beauty & skin care<br />5.Engagement: No engagement activity/conversation<br />
  6. 6. Status Check<br />No of tweets : 929 tweets<br />Primarily an aggregator for Facebook<br />Interactive and informative content on skin care and beauty<br />
  7. 7. Status Check<br />1. Present since: 27th August, 2010<br />2. Channel Views: 1,688<br />3. Total Upload views:5,521<br />4. Subscribers: 4<br />5. Content: TVC’S<br />6. Recent Activity/Contest: No<br />
  8. 8. TARGET GROUP<br />
  9. 9. Target Group: Core Essence<br />
  10. 10. OBJECTIVES<br />Digital Experience<br />Customer Participation<br />Brand Strengthening<br />
  11. 11. STRATEGY<br />Inform:Products & Skin Care<br />Engage: <br />On a common platform for girls<br />3. Do Good: <br />Effort towards educating about hygiene<br />
  12. 12. Inform<br />Promotion <br />Quiz<br />Discussion Forums<br />Polls<br />Sampling <br />Give information about the product<br />Address queries and concerns relating to beauty and skin care<br />
  13. 13. Engage<br />Contests<br />UGC, Crowd Sourcing<br />Activities<br />Content sharing<br />Games, Apps<br />Create engagement around the touch points of the TG<br />Engage the TG in activities that make them feel special, confident and create a sense of community<br />
  14. 14. Do Good<br />Delivering value to communities through offline and online engagement<br />
  15. 15. CONCEPT<br />
  16. 16. A SPECIAL THOUGHT<br />WOMAN:<br />Five Personality Traits portray five gradual phases in a life of a woman.<br /> Naughty/Fun turns into chic which with time turns into young woman who goes on to become a professional and eventually striving to do good for the community.<br />Is SPECIAL:<br />All through this transition she Lives, Loves, Dreams, Celebrates and Cares in her own peculiar way as per the personality trait.<br />Campaign:All the above things make her Special. “I am Special” Campaign weaves this very essence through the digital journey of Forever Young’s Face Wash.<br />
  17. 17.
  18. 18. 5 Products each with a distinct function and color<br />Attributing apersonality to each colorthat reflects the touch points of the TG<br />Five Avatars with personalities signify 5 important Phases in a woman’s life.<br />Mapping the interests of TG with the 5 Personality Traits/Phases<br />
  19. 19. I AM YOUNG<br />I AM CHIC<br />I AM NAUGHTY & FUN<br />Blue-Green: <br />Trendy and fashionable <br />Pink:<br />Sweet, romantic and playful <br />Green: <br />Fresh and raw<br />I AM GOOD<br />I AM PROFESSIONAL<br />Light Blue: Strong, intelligent and important<br />Violet: <br />Feminine, Caring, Softness <br />
  20. 20. Inform<br />Engage<br />Do Good<br />Iamspecial.com<br />YouTube<br />Facebook<br />Offline<br />Blog<br />Product Website<br />Twitter<br />Facebook<br />Blog<br />YouTube<br />Blog<br />YouTube<br />Forums<br />Offline<br />Content Platforms such as Chick Advisor, Last FM<br />
  21. 21. CONTENT PLAN<br />I Am<br />
  22. 22. CONTENT THEMES<br />Live<br />Dream<br />Care<br />Love<br />Celebrate<br />
  23. 23. PLATFORMS<br />
  24. 24. CONTENT MAP<br />
  25. 25. REPORTING<br />
  26. 26. Disclaimer: The name Forever Youngis purely fictitious and is used only for indicative purpose. Resemblance of the name to any corporation is purely co-incidental.<br />Thank You<br />www.shack.co.in<br />

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